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Community Development Agency <br /> www.santa-ana.org/cd <br /> Item # 11 <br /> City of Santa Ana <br /> 20 Civic Center Plaza, Santa Ana, CA 92701 <br /> Staff Report <br /> October 21, 2025 <br /> TOPIC: Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida <br /> Cinema <br /> AGENDA TITLE <br /> Agreement to Sponsor the DTSA First Saturday ArtWalk Organized by The Frida <br /> Cinema <br /> RECOMMENDED ACTION <br /> Authorize the City Manager to execute an Agreement to sponsor the DTSA First <br /> Saturday ArtWalk organized by The Frida Cinema for a one-year term with two, one- <br /> year optional renewals beginning November 1, 2025 and ending October 31, 2028, in a <br /> total aggregate amount not to exceed $450,000 (Agreement No. A-2025-XXX). <br /> GOVERNMENT CODE 484308 APPLIES: Yes <br /> DISCUSSION <br /> The DTSA First Saturday ArtWalk (ArtWalk) is a monthly event for all-ages that takes <br /> place on the first Saturday of each month in Downtown Santa Ana. This event has been <br /> independently organized by The Frida Cinema since January 2023. It is free to the <br /> public and features local artists, more than 20 art galleries, live performances, food <br /> vendors, and family-friendly activities. <br /> The ArtWalk has played a significant role revitalizing Downtown Santa Ana by: <br /> • Stimulating economic growth through increased foot traffic and support for local <br /> businesses, hiring local vendors, and compensating artists. To date, $56,482 has <br /> been paid directly to 186 local artists and musicians. <br /> • Strengthening Santa Ana's cultural identity by showcasing diverse local creators <br /> alongside established artists from outside the City, encouraging cultural <br /> exchange, and expanding the event footprint. <br /> • Revitalizing the urban core by activating historic buildings, supporting the <br /> opening of new galleries, and fostering creative spaces that enhance downtown <br /> vibrancy. <br /> According to the 2023 Santa Ana Visitor Analysis conducted by Travel Santa Ana and <br /> research company Zartico, the ArtWalk ranked as the second most-visited destination in <br /> the City of Santa Ana (City), second only to Santa Ana College, and ahead of the Santa <br /> Ana Zoo and Mainplace Mall. <br />